Sterling has become the 12th insurer to be awarded the Raising Standards quality mark by the Pensions Protection Investments Accreditation Board.
Sterling, part of the Zurich Financial Services Group, joins 11 other brands which have been accredited, making up 47 per cent of the market in terms of new sales.
The other 11 insurers are CIS, Eagle Star, Friends Provident, Norwich Union, Police Mutual, Prudential, Scottish Equitable, Scottish Widows, Standard Life, Unum Provident and Zurich.
A further five companies are preparing their applications to the PPIAB for the quality mark.
PPIAB chief executive John Cox says: “We are delighted that Sterling has gained accreditation. We are greatly encouraged that they and other brands are continuing to work with us and committing voluntarily through deeds and not just words to Raising Standards.”
Zurich product management and development director Simon Foster says: “Sterling's objective is to deliver excellent products to our customers exclusively through IFAs. We believe firmly our newly won accredited status under Raising Standards will add further strength to our excellent reputation and re-emphasise to the investment management industry, IFAs and customers alike that we place customers' needs for clarity and service at the heart of our operations.”